Pay to grey: Sales of grey hair dye have shot up as more youngsters seek to
emulate their older idols

George Clooney, Robbie Williams and even The Great British Bake Off’s Paul Hollywood have capitalised on their distinguished grey barnets, oozing style and sophistication with a hair colour that lesser men have sought to change.

The viceroy of silver foxes - Paul Hollywood

But now the salt and pepper elite are facing competition from young pretenders who are paying to turn grey.

Online retail giant Amazon has reported an 80pc spike in the sale of grey hair dye.